FEED Potting Shed

For this event we were delighted to get to work with one of Dublins hottest new food companies, FEED! Teaming up with founder Shane Ryan we set out to see where was next for this exciting enterprise and their mission to feed us and those in the poorest regions around the world

FEED is a new breed of food company that wants to help you be your best self. Created for the everyday athlete, FEED has developed a range of fun 4-minute meal pots to help you fuel your day in the most delicious and nutritious way. The plant based pots are packed with 20g of protein, are high in fibre and are free from gluten, dairy, refined sugar, additives and preservatives.

The FEED pots were developed by a team of food experts including a ballymaloe trained chef and a registered dietician. Each 400g pot contains ~300 quality calories with recipes specifically designed to keep you fuller for longer, eliminating the need for mindless snacking or the 3pm slump.FEED is all about being better so for every pot sold we donate one meal to a child in the developing world. Together with our charity partner, Mary’s Meals, we’re helping eradicate food poverty across the globe, one pot at a time.

Our challenge was:

“How to create bigger awareness of FEED, its message and benefits among the target consumer. We want to be innovators in everything we do and try to challenge the status quo at every opportunity. We don’t want to follow the well beaten path of other Irish food products and so are looking for your help coming up with a creative, fun and engaging solution to facilitate our growth.”

We were thrilled to have the use of Dublin’s coolest new creative space, the recently finished Portabello studio of design legends Perch! The event kicked off with a run down from Shane on the company’s mission, vision, and values, and the kind of resources at his disposal.

The teams jumped into lively discussions around the users and USPs associated with the product, focusing specifically on ways of diffusing this idea to the target demographic. As opposed to being heavily insight driven, The Potting Shed works well as a bias free, first impression take on a company which results in honest feedback and novel concepts.

Ideas ranged from marketing campaigns based around the 4mins it takes to heat a FEED pot and what kind of positive changes could be accomplished in the same time to go along with a healthy new lifestyle, to FEED branded microwaves in store so people don’t have to return to work to heat them. There were concepts around supplementary products, ways to work with offices to keep a FEED stash to fuel staff all day, repurposing FEED containers rather than throwing them away, FEED sample team located at places and events where their demographic is in need of a healthy warm meal; Christmas day swim, bottom of the Sugarloaf, finish line at a night run. These were just a handful of the ideas that were generated on the night, we look forward to seeing where FEED go next and see huge promise in what they have planned.